CASE STUDY: 'Spend and Save' for Build Center by Snowball
About Build Center
Build Center, part of the wolseley group, is a leading national builder's merchant with over 150 branches supplying building materials to the trade.
Strategy - broader business issues the company is facing the recession had caused the home-building market to slow significantly. Also, stiff competition from local independent traders was creating challenging trading conditions. Build center wanted existing customers to spend more with them without impacting on margins, so offering discounts on existing business to encourage cross-selling was not an option. The offer needed to be personalised to every customer as each buys different volumes of materials and receives different terms and prices.
Objectives of the campaign
The objective was to give Build center a greater 'share of wallet'. Customers were coming in and buying just a single item - a builder would come in and just buy bricks, but not cement - and Build Center wanted to encourage them to buy their other supplies at its branches too.